Cartoon Network and The LEGO Group have teamed up to create the new Mixels franchise.
Mixels will launch in 2014 and feature in animated shorts, a mobile game and colletible building toys.
The animated Mixels content will appear on Cartoon Network and cartoonnetwork.com whilst a range of Mixels mini building sets will launch at low price points throughout 2014.
"Families today are engaged in many ways and want a seamless entertainment experience," said Stuart Snyder, president and chief operating officer for Turner’s Animation, Young Adults & Kids Media division.
"The reach of all the Cartoon Network platforms combined with the different touch points of the beloved LEGO brand will enable us to create a fully integrated and rich experience from the very beginning."
Cartoon Network Studios will handle the animation and digital Mixels content whilst Cartoon Network Enterprises will be behind all non-toy related merchandise.
"This is the next step in the evolution of Cartoon Network Studios and the way we develop original IP," said Rob Sorcher, chief content officer at Cartoon Network.
"Bringing together world-class animators and game developers with LEGO content and product design teams at the earliest stages of creation proved to be an energising collaboration, showcasing the creative strengths of both brands."
The LEGO Group will focus on the toy design, manufacture and distribution for Mixels, as well as licensed LEGO Mixels publishing.
"Our relationship with Cartoon Network has really evolved and they have been really great, supportive partners who share our passion for children," said Jill Wilfert, vice president licensing and entertainment for The LEGO Group.
"After working closely with them for the last few years, it is obvious that they truly understand and fully embrace our brand and our core values, so we are thrilled to embark on this new journey to develop and deliver a highly creative and fully integrated new experience with them."
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